Asda has launched frozen Purple Majesty chips to capitalise on the trend for purple food.

Grown in Lincolnshire and Norfolk, Asda said the potatoes contain antioxidants and anthocyanin thanks to their purple colour.

“From acai bowls to purple sprouting broccoli, the trend for purple food in all shapes and sizes has been sweeping the nation,” Asda said. “Celebrate with new Purple Majesty Chips from Asda, which are set to reign this spring and add that ‘wow’ factor to any table.”

The chips are lightly battered on the outside and are available in the frozen aisle and online, selling for £1 for 500g.

As demand for high-quality topfruit grows in China, Belgian and Dutch suppliers have established themselves in the market. But what opportunities does the market hold for British firms if access can be secured, asks Fred Searle